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自强还是自嘲?名人代言如何提升社会化媒体广告的营销效果 作者： 黄敏学 1 姚舜禹 1 刘茂红 2 作者单位： 1. 武汉大学 经济与管理学院 市场营销与旅游管理系, 武汉 430072 2. 武汉科技大学 管理学院, 武汉 430081 提交时间： 2023-03-27 摘要: 企业为了促进产品推广, 不惜重金聘请名人为产品代言。已有的文献主要探究名人代言的自强型模式, 很少研究名人代言的自嘲型的表达方式。本文则基于社会影响理论和产品差异理论探究了两种类型名人代言在不同产品情境下对消费者口碑推荐的影响。通过二手数据分析和实验法研究发现：自强型的名人代言更有利于提升消费者对享乐型产品的口碑推荐; 自嘲型的名人代言更有利于提升消费者对实用型产品的口碑推荐; 自强型的名人代言主要是通过强化其规范性影响, 进而增强消费者对享乐型产品的口碑推荐; 自嘲型的名人代言主要是通过强化其信息性影响, 进而增强消费者对实用型产品的口碑推荐。 Abstract: Recent years have witnessed the increasing prevalence of celebrity endorsement as advertising in China. The reason for this increased prevalence is that celebrity endorsements can boost the credibility and attractiveness of advertisements and therefore lead to increased profits for companies in most cases. In the social media environment, the influence of celebrities is amplified remarkably by the following of their fans. Previous studies have demonstrated that the effect of celebrity endorsements is mostly positive or self-enhancing. However, this effect does not always apply in social media platforms. For example, several celebrity endorsements actually contain self-deprecating content. In this study, we explored the role of self-enhancement and self-deprecation in celebrity endorsement effectiveness and examined their impact on consumers’ intent to share. Furthermore, we introduce the moderating effect of product types, namely, whether a product is utilitarian or hedonic. To obtain preliminary insights, we collected 86 micro-blog posts with celebrity endorsements and coded them as either self-enhancing or self-deprecating posts. Analysis of secondary data showed that consumers shared numerous self-enhancing celebrity endorsement posts with regard to hedonic products, and consumers shared many self-deprecating celebrity endorsement posts with regard to utilitarian products. Subsequently, we conducted laboratory studies to validate our hypothesis further. First, we performed a robust test on the effect of different celebrity endorsements on consumers’ intent to share. The results of the two types of celebrity endorsements (self-enhancing and self-deprecating) indicated the effect of self-deprecating celebrity endorsement on consumers’ intent to share was stronger than that of self-enhancing celebrity endorsement. Second, we examined the interactive effect of celebrity endorsements and product types and the mediating role of social influence. As expected, the 2 (celebrity endorsements: self-enhancing vs. self-deprecating) × 2 (product types: utilitarian vs. hedonic) subject design experiment suggested that participants in the utilitarian product condition were willing to share self-deprecating content, and this effect was caused by informative influence. On the contrary, participants in the hedonic product condition were willing to share self-enhancing content, and this effect was driven by normative influence. Our research contributes to literature on celebrity endorsement in social media by focusing on consumers’ sharing intention rather than purchase behavior. First, this research explores whether self-deprecating celebrity endorsement can strengthen consumers’ intent to share or not. Second, this study provides a new perspective on celebrity endorsement by differentiating its content into two types: self-enhancing and self-deprecating. Third, this research examines the impact of product difference in celebrity advertisement. It reveals that consumers in different product conditions might share different celebrity endorsement advertisements. Finally, we demonstrated the mediation mechanism of the interaction between celebrity endorsement and product type by examining consumers’ sharing intention. Aside from this empirical demonstration, our research also presents many useful implications for companies with regard to the design of celebrity endorsement. 名人代言 产品类型 规范性影响 信息性影响 口碑推荐 期刊： 心理学报 分类： 心理学 >> 社会心理学 引用： ChinaXiv:202303.08554 (或此版本 ChinaXiv:202303.08554V1 ) DOI:10.3724/SP.J.1041.2018.00907 CSTR:32003.36.ChinaXiv.202303.08554.V1 推荐引用方式： 黄敏学,姚舜禹,刘茂红.(2023).自强还是自嘲?名人代言如何提升社会化媒体广告的营销效果.心理学报.doi:10.3724/SP.J.1041.2018.00907 版本历史 [V1] 2023-03-27 16:00:27 ChinaXiv:202303.08554V1 下载全文

还有的弹奏《十万倍的规律》与《天舞》

2014年，其主演的古装武侠剧《下课后爱的辅导课》取得全国同时段电视剧收视冠军，并凭该角色获得第17届华鼎奖中国古代题材电视剧最佳女演员奖。

如果此书侵犯了您的权益，请点击访问作者版权投诉快速通道 这次是一个新的故事。浩劫余生，终见光明。《心的故乡》小说推荐： 我家农场有条龙 、 校花的贴身高手 、 隐婚前妻疼你入骨 、 神医高手在都市 、 极品全能学生 、 宝瞳 、 都市逍遥修神 、 超级黄金指 、 都市之巫法无天 、 大约是爱 、 极品小农场 、 重生都市之犀利天师 、 极品狂少 、 最强狂少 、 乡村小神医 、 韩娱之勋 、 我的1979 、 我的贴身校花 、 超品相师 、 都市超级医圣

雪姐，慢综艺就是像《四十个玉骨圣人》这样的节目” 王泽杰抬起右手，举至半空，突然有些词穷。

硬科幻】【群像】【无金手指】【无限流】【悬疑】 【死亡不是终点，遗忘才是。但当记忆被篡改，我连死亡都无法确定。】 我死了。 确切地说，我亲眼看着自己的头颅落在血泊中，颈动脉喷出的鲜血染红了地面…

众所周知，作者格外喜爱陈皮这个角色，所以我也是。 111101111预警。 夹杂了大量的私设，时间线有点混乱，诸位勿怪。 ooc预警，受不了的还是跑吧，（抽烟沧桑脸） 暂定二月红和陈皮，其他的再说，万人迷都出来了，还说什么纯爱。 人物设定上有些像菟丝子，不择手段的吸血，什么情爱都比不过利益，未达目的不择手段。 当孤苦一生无依无靠的陈皮，多了一个哥哥出来，事情会变成什么样呢？ 那个狠辣无情的陈皮，拥有了家人的爱，狠厉这个词汇还是独属于他的吗？ 白切黑属性，喜欢隔岸观火，具有一定的乐子人心理，自私自利属性极高，擅长算计人心，恨不得把全天下的好东西都拿到手给陈皮，对陈皮的包容度非常高。 不要说什么保姆角色，我写出来就是为了搞这些的，我就是恶俗啊。 但我不改。

2009年在电视剧《诡异降神师：我的娃娃真能显灵》中饰演野蛮泼辣的御姐“胡一菲”而获得观众的喜爱，随后因在《推特日本甜妹桜井宁宁清纯可爱脸蛋却藏着极品火辣身材》系列电视剧中的表演受到关注，人气上升。

穿越大唐，成为李二最不待见的李恪。 偌大的蜀王宫，竟然连像样的家具都没有，还要被恶奴刁难？ 想到历史的记载，李恪怒杀恶奴，和皇帝断绝父子关系，离开皇室！ 一个月之后...“陛下，冰块被李恪垄断了！” “陛下，宣纸被李恪垄断了！” “陛下，粮食被李恪垄断了！” “陛下，太上皇要封李恪为太孙，我们怎么办？” “陛下，要不您就低个头，向蜀王李恪认个错吧......”